Special Aisle for Ultra-Convenient Meals Paying Off for Hormel Foods

When Hormel Foods wanted to create a center-store destination around “ultra-convenient” meals such as its Hormel Chili and Dinty Moore stew products, the CPG giant launched a multi-year effort to understand how consumers shop for those products and to adjust its merchandising and shopper marketing to hit their sweet spots.

Now, Austin, Minn.-based Hormel is beginning to see major payback from the moves it has been making to activate its shopper insights through “adjacencies” – tactics that have included leveraging color groupings, realigning product segments vertically on the shelves, forgoing a lot of showy but ineffective signage, and ultimately coming together in an ultra-convenience meals aisle.